{"id":200476,"date":"2021-03-12T14:16:51","date_gmt":"2021-03-12T11:16:51","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/zoom-is-crazy-successful-but-did-it-forget-its-brand\/"},"modified":"2021-03-12T14:16:51","modified_gmt":"2021-03-12T11:16:51","slug":"zoom-is-crazy-successful-but-did-it-forget-its-brand","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/zoom-is-crazy-successful-but-did-it-forget-its-brand\/","title":{"rendered":"#Zoom is crazy successful \u2014 but did it forget its brand?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3dfa10a5e91\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3dfa10a5e91\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/zoom-is-crazy-successful-but-did-it-forget-its-brand\/#To_control_or_not_to_control\" >To control, or not to control?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/zoom-is-crazy-successful-but-did-it-forget-its-brand\/#How_do_you_create_a_powerful_brand_narrative\" >How do you create a powerful brand narrative?<\/a><\/li><\/ul><\/nav><\/div>\n<p>&#8220;<strong>#Zoom is crazy successful \u2014 but did it forget its brand?<\/strong>&#8221;<br \/>\n<img decoding=\"async\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/03\/zoom-fundraising-2-gq-796x417.png\" \/><\/p>\n<div>\n                                \u201cBuy Zoom.\u201d That<span>\u2019s what a good friend of mine<\/span> <span>told me he\u2019d instructed his investment broker to <span>do<\/span><\/span> <span>last March. I was impressed and irked. <\/span><\/p>\n<p><span>Why had I lacked the foresight and why had he not tipped me off? 12 months later, his monetary investment is probably equal to the number of hours I\u2019ve spent on the video conference platform. My ROI? A stronger contact lens pre<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">script<\/a>ion, his\u2026 well, best not think about it.<\/span><\/p>\n<p><span>Zoom is the ultimate overnight success, a victor of circumstance. Imagine <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>\u2019s 2006-08 growth charts, then concertina them into a single week. Friday, March 20<\/span><span>th<\/span><span>, 2020: a handful of us had Zoom\u2019d. Friday, March 27<\/span><span>th<\/span><span>: hands up who hadn\u2019t? <\/span><\/p>\n<p><span>This accelerated awareness is the stuff of an entrepreneur\u2019s dreams, and it\u2019s hard to imagine it will happen again. The circumstances are chance. <\/span><\/p>\n<p><span>But with product ubiquity and a <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.cnbc.com\/2021\/01\/12\/zoom-plans-1point5-billion-share-sale-at-10-times-its-ipo-price.html\">billion-dollar valuation around the corner<\/a>, has Zoom really got anything to worry about? Yes, I would argue. And it comes down to brand.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"To_control_or_not_to_control\"><\/span><strong>To control, or not to control?<br \/><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>Here\u2019s a thing, Zoom is now a verb. I\u2019ll wager Miriam-Webster\u2019s will rubber-stamp it in their annual update. Entering the dictionary is a kind of marketing erotica: brand managers breathily utter names like Hoover, Biro, or Google in conference rooms around the world. <\/span><\/p>\n<p><span>But entering the vernacular is dangerous, particularly if you don\u2019t own the narrative that accompanies it. <\/span><\/p>\n<p><span>For Zoom, the phrasing is mostly pejorative; zoom fatigue, zoom hell, back-to-back Zooms. The platform is becoming the scapegoat for our dysfunctional home life; for boundaries being crossed and toilet breaks lost. <\/span><\/p>\n<p><span>Brand building is about controlling the narrative. Unfortunately, when a business explodes onto the scene without one, it can be hard to rewrite the one it\u2019s handed. But why does it matter? <\/span><\/p>\n<p><span>Simply put, it makes Zoom vulnerable to a new, more empathetic alternative. Most established utility companies know how hard it is to retain consumers now adept at switching with just a few clicks.<\/span><\/p>\n<p><span>Digital startups that undergo rapid growth often overlook brand narrative. I\u2019d go as far as saying some roll their eyes at the importance of it \u2014 believing \u2018if the product is good enough, it\u2019ll market itself\u2019. <\/span><\/p>\n<p><span>I\u2019ll concede this might be true, up to a point. Disruptors also get disrupted, and without a solid brand narrative, it can get ugly \u2014 just ask Facebook or WeWork. <\/span><\/p>\n<p><span>If your product is your brand, there\u2019s little defense when a storm rolls in. And as sure as nature, it will. It might be an economic downturn, regulation, a rogue exec, or just a better product. Whichever, you need to control your brand narrative and use it to retain people.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_do_you_create_a_powerful_brand_narrative\"><\/span><span>How do you create a powerful brand narrative? <\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span>The first thing is to align on a mission, a reason for being: To democratize information (Google); A computer on every desk, every home (Microsoft); Connect the world\u2019s professionals (Linkedin). <\/span><\/p>\n<p><span>But don\u2019t stop there. Now load the mission with humanity and manifest it in the product, the company, and the marketing. This involves truly understanding people\u2019s needs and wants. <\/span><\/p>\n<p><span>This is a human-centric approach and it\u2019s the absolute foundation of a brand narrative. Your product will bring people in, but it\u2019s the humanity of the company that will keep them there; particularly if you\u2019re investing in the newest generation of consumers.<\/span><\/p>\n<p><span>Defining the brand and the narrative can easily be deprioritized \u2014 but don\u2019t let it happen!<\/span><\/p>\n<p><span> If there\u2019s one thing the pandemic taught product owners and marketers, speed of response matters. I can tell you first hand that those businesses who knew their narrative, knew how to respond instantly. Consumers embraced them, flocked to them in some cases. Those who didn\u2019t took months to respond, and it has hurt their business.\u00a0<\/span><\/p>\n<p><span>Zoom will be worth billions by the time this article is published and many employees will pocket life-changing cheques. It\u2019s a remarkable story, but it doesn\u2019t end with the IPO. Brands have been known to outlive their original products, but products without brands get unstuck at some point. <\/span><\/p>\n<p><span>I mean\u2026 when did you last Skype?<\/span><\/p>\n<p class=\"c-post-pubDate\">\n                                    Published March 12, 2021 \u2014 11:16 UTC\n                                <\/p>\n<\/p><\/div>\n<p><script data-src=\"https:\/\/connect.facebook.net\/en_US\/sdk.js#xfbml=1&amp;appId=378011798897423&amp;version=v2.6\" id=\"socialSrcFacebook\" type=\"text\/template\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/growth-quarters\/2021\/03\/12\/zoom-success-brand-risk-lessons\/\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;#Zoom is crazy successful \u2014 but did it forget its brand?&#8221; \u201cBuy Zoom.\u201d That\u2019s what a good friend of mine told me he\u2019d instructed his investment broker to do last March. I was impressed and irked. Why had I lacked the foresight and why had he not tipped me off? 12 months later, his monetary&#8230;<\/p>\n","protected":false},"author":1,"featured_media":200477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/growth-quarters?filter_last=1&fit=1280,640&url=https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2021\/03\/zoom-fundraising-2-gq.png&signature=34aa2a637e39c585af5566ac53626a32","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-200476","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/200476","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=200476"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/200476\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/200477"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=200476"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=200476"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=200476"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}